Education Sessions


Attend/Register | Exhibit/Sponsor

8:00 - 8:30 am

sponsored by:

9:00 – 10:00 am


The Power of Possibility: California Tourism's Recovery
After years of stalled events and experiences, travel is on the rebound, but there is still work to be done. Through key marketing programs, Visit California is focused on the vibrant return of not only leisure travel but business and meetings as well as international travel which are vital to California tourism’s full recovery. Hear from Visit California’s President & CEO who will give a statewide update on travel and initiatives that are accelerating recovery and inspiring events in the Golden State.

Caroline Beteta | Visit California

sponsored by:

10:15 - 11:15 am

Be Prepared: Active Shooter Training
Emergency preparedness is something all association professionals should be equipped with, especially meeting planners. The consequences of not planning for an emergency can be steep if something goes wrong. Active Shooter Training is an essential tool that we hope to never need to use, but we must equip ourselves to be ready for the unforeseen. Learn how to prepare before, during, and after safety emergencies during an event. Learn best practices, solutions, and readiness to protect yourself, staff, and attendees.

Sergeant Daniel DeLeon | Sacramento Police Department

produced in collaboration with: 

sponsored by:

Building a Culture of Employee Engagement
Finding and keeping top talent is a perennial challenge. 82% of employees leave because of their managers, and yet most managers are not trained to be effective leaders. Creating a coaching culture has shown significant results in helping organizations empower staff by giving them a voice in designing the vision for their team, identifying how to measure results, and establishing meaningful recognition. Hear from two seasoned association execs as they share their lessons learned and current best to help you lead your staff in a collaborative and supportive environment that aligns with the organization’s mission and values.  

Gail Kelly, CAE | Safety Center Incorporated


From Theory to Tactics:  Diverse, Inclusive, and Effective Accommodations for Associations
A comprehensive DEI strategy that is representative of the industry you serve should be integrated into your association’s infrastructure. But, knowing how to develop such a DEI strategy that is integrated across programs, events, and advocacy efforts can be overwhelming. Fear not! Learn from a panel of association professionals who are walking the walk with DEI initiatives at their organizations. Hear how to mitigate common challenges and gain actionable steps to move your own conscious inclusion and accommodation efforts forward.

Moderator: Tiffany Martin | TKMartin Consulting
Kim Gusman | California Employers Association
Christine Locke | SAMPE
Jennifer Luebke | PRIDE Industries
Kirsten Machi | Association Management Solutions

sponsored by:


Rethinking Association Leadership: Principles and Practices from CalSAE’s Association Leadership Academy
What will be the driving forces that shape the future association leadership and what skills will be needed by the “next generation” of association leaders? Join us to learn about the fundamental principles of CalSAE’s first certificate program for association leaders, the Association Leadership Academy. Two rising association leaders from the program will present projects they have worked on over the past year. Hear how they applied their learnings to implement innovative solutions for their association’s current challenges. Learn practical approaches to real-time problems and consider becoming part of a future CalSAE Association Leadership Academy.

Jeffrey Wilcox, CFRE | Third Sector Company, Inc. and Senior Faculty         Director, CalSAE Association Leadership Academy

Project Presentations:

  • Engaging and Involving Volunteers to Revitalize Committee Efficiencies
    Amy Mrugalski, CAE | Senior Strategic Initiatives Manager, American College of Trial Lawyers

  • Streamline and Improve Committee Effectiveness and Efficiencies in a Post-COVID Environment 
    Jessica Hawthorne, JD | SVP, California Employers Association
11:30 am  - 12:30 pm

Association Marketing 360° - It Begins and Ends with Strategic Content
In this session, we will share industry-tested strategies for brand building and audience engagement. Learn the elements of breakthrough content, as well as the importance of identifying your audience, tailoring your messages, and sharing information through storytelling. Hear best-in-class digital customer service examples and targeted programs that have yielded measurable results. Walk away with a worksheet to help you determine, plan, and implement a content-first communications strategy. 

Rachael DiCicco | Randle Communications
Julie Phillips | Randle Communications

sponsored by:


Beyond the Transaction: Designing Mutually Beneficial Partnerships
Associations rely on their strategic partnerships and relationships to increase non-dues revenue and improve the member experience. But what makes a successful partnership and how can organizations nurture these important business connections to ensure growth and productivity? How can associations ensure that these connections are more than a transaction, but rather a relationship that provides ROI to both parties? Explore effective ways of engaging partners, members, and sponsors to create meaningful business connections that provide collaborative and reciprocal value.

Nancy Drapeau | Center for Exhibition Industry Research (CEIR)
Gary Murakami, GTP, GLP, CMP, CMM, DES | Teneo Hospitality Group

Leading with Your Green Foot Forward
Being green is good for the planet and good for your organization. Green leadership means making executive decisions that make a positive environmental impact to mitigate climate change. Green organizations adopt sustainable strategies to reduce energy and water usage, proactively reduce waste, and take into consideration where products and materials are sourced.  Learn from organizations that are walking the walk to reduce their carbon footprint and leave with green strategies you can implement back at the office.

Wade Hughes | SMUD
Barry Moline | California Municipal Utilities Association
Anne Marie Mourhess, DES | Visit Greater Palm Springs


Working Smarter: Leveraging Data and Technology
It’s time for associations to work smarter – not harder. By leveraging technology and making your data systems work for your organization, you can increase productivity, not effort. Hear from association leaders who have undergone IT assessments to assess resources, priorities, infrastructure, and risk. Learn from their insights on how to leverage technology to simplify workloads, such as digitizing membership recruitment efforts while exceeding targeted goals. Hear how to link IT initiatives to an organizational strategy with an incredibly positive return, and how to leverage technology platforms to suit your specific needs. Come ready to ask questions and walk away with practical tools you can implement back at your own organizations.

Alan Pentico, CAE | Southern CA Rental Housing Association
Sue Reimbold, MA, CAE | International Society of Arthroscopy, Knee           Surgery and Orthopaedic Sports Medicine

sponsored by: